Amazon Ads' New Theme-Based Targeting Boosts Impressions and Lowers CPCs

Summary

In January, Amazon Ads launched theme based targeting for Sponsored Brands, differing from keyword targeting. Testing involves adding 'Keywords related to your landing pages' with a bid set at a third of the average CPC for the ad group. This has increased ad impressions, led to more orders for unused terms, boosted NTB%, and lowered CPCs. However, it requires extensive negatives work, redefining related terms, and dealing with poor matching.